Location of VisitBritain/VisitEngland’s new Birmingham HQ revealed
Victoria Square House in Birmingham will be the new hub for national tourism agency VisitBritain/VisitEngland.
The agency – which raises Britain’s profile worldwide as a visitor destination and develops England’s visitor economy – made the announcement during a VisitEngland Advisory Board (VEAB) meeting, held at St Mary’s Guildhall in Coventry.
It follows the news last July that VisitBritain/VisitEngland had selected Birmingham for its new hub office.
Victoria Square House will become VisitBritain/VisitEngland’s hub from April.
VisitBritain/VisitEngland picked the West Midlands for its new hub thanks to the region’s strong international and UK transport links, availability of local talent and the successful transition of other government departments and private sector companies to the area.
The West Midlands Growth Company, the region’s investment promotion and destination management agency, supported VisitBritain/VisitEngland throughout the competitive national process to select a new hub office in England.
West Midlands mayor Andy Street said: “VisitBritain/VisitEngland’s move to the West Midlands is a major vote of confidence in our region and comes at a time when visitor numbers here are at a record high.
“From more Michelin starred restaurants than anywhere outside London to a feast of major sporting fixtures and festivals each and every weekend, the region’s tourism scene is a cornerstone of our economic offer, attracting visitors from around the world.
“We look forward to welcoming VisitBritain/VisitEngland to Birmingham’s Victoria Square House from April.”
In a further major boost for the West Midlands, it was also announced at the VEAB meeting that the region would become the second pilot for the country’s new Destination Development Partnership (DDP) model.
The West Midlands has been selected for the new nationwide scheme, which has been introduced following an independent review into tourism boards, known as Destination Management Organisations (DMOs), by Nick de Bois CBE.
The new West Midlands DDP – made up of the Birmingham, Solihull & Black Country Local Visitor Economy Partnership (LVEP) and Coventry & Warwickshire LVEP – will be a blueprint for the rest of England, delivering economy growth through the visitor economy across its local authorities.
The West Midlands DDP will focus on objectives such as tourism sector skills, sustainability and accessibility, levelling up, inward investment, business and major events, product development and data collection and analysis.
The West Midlands welcomed a record 141.2 million visitors in 2022, with tourist spend rising to a record £14.1 billion.
The aim of the new partnership is to further cement the region as a must-visit destination, whilst also attracting private investment and driving growth.
Patricia Yates, CEO, VisitBritain/VisitEngland, added: “We are delighted to have secured office space in central Birmingham as we begin the transition to our new hub.
“We are excited about the opportunities and perspectives that having our hub in Birmingham will bring, alongside its excellent transport links for both our international and Britain based staff and access to a broad talent pool.
“Basing our hub office in Birmingham also brings us closer to our regional stakeholders across England including the West Midlands Growth Company. We are delighted that they have become a Destination Development Partnership pilot and will be working with them to drive the economic benefits from tourism across the nations and regions.”
The announcements come ahead of English Tourism Week (15 to 24 March 2024), an annual celebration of the country’s diverse, exciting and vibrant visitor economy sector.
The campaign, which this year has the strapline ‘supporting tourism, the heart of our community’, raises awareness – and the importance – of England’s tourism industry among stakeholders including MPs, ministers and the media, as well as domestic visitors.
Pictured: From left - Rebecca Norton-Price (head of tourism, DCMS); Patricia Yates (CEO, VisitBritain/VisitEngland); Andy Street (mayor of the West Midlands); Lady Victoria Borwick (chair, VisitEngland Advisory Board); Becky Frall (head of tourism, West Midlands Growth Company)
